TV wine ad update: Does Stella Rosa’s sweet fizzy red commercial do what Big Wine can’t?

Is this spot for Stella Rosa’s sweet fizzy red, Black Lux, more effective TV advertising than anything Big Wine has come up with? Sure seems like it

The blog regularly rants and raves about Big Wine’s pathetic efforts at TV advertising, and especially at its failure to reach younger wine consumers with epics like (shudder) the Roo.

So how did Stella Rosa, owned by a little known Los Angeles wine producer, get this ad right? Because, after all, the company isn’t a huge multi-national with a massive marketing budget and creative geniuses on the payroll.

The secret, to paraphrase the blog’s official wine marketing guru? Stella Rosa knows its audience. Watch this commercial for its Black Lux, a pricey, sweet fizzy Italian red, and you’ll want to buy the wine and make the recipe — even if you don’t like pricey, sweet fizzy Italian reds. The commercial is fun and accessible; who else has paired tomato soup and wine? And it doesn’t hurt that the spot “borrows” its overhead, cooking hands format from popular Millennial cooking shows like Tastemade.

Best yet, the ad is not about making fun of wine snobs or showing impossibly beautiful people drinking wine that they wouldn’t touch unless they were being paid to do it. Because we know how little that has worked — and why we shouldn’t be surprised that Stella Rose sells more than 2 million cases of wine a year.

Video courtesy of Stella Rosa via YouTube

Leave a Reply

Your email address will not be published. Required fields are marked *
You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

This site uses Akismet to reduce spam. Learn how your comment data is processed.